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Volvo changes 'Iron Mark' logo to fit with the times

Volvo's first car debuted in 1927, bearing the Swedish automaker's now-famous "Iron Mark" logo of a circle with an arrow pointing to the upper right. For 73 of the 94 years since that Volvo OV 4 open carriage, the company's been represented graphically by four versions of a two-dimensional-looking logo, either a colorful oval that looks like a sandwich shop sign, or the Iron Mark logo, or just script. From 2000 to 2020, that Volvo cars trademark has changed four more times (plus once for Volvo trucks), Volvo creating three versions of a 3D-looking Iron Mark with a blue bar across the middle containing the script, and in 2020, changing the font of the script. Now that's it's 2021, it's apparently time for another overhaul. Visitors to Volvo's Facebook page realized Volvo changed its profile picture to a new and very flat version of its Iron Mark. This isn't the revolution everyone's making it out to be. When Volvo debuted its last new Iron Mark in 2015, one of the Swedish ad agencies that created it wrote, "The logo has been simplified in its purest form and conveys the brand’s vision: to be the world's most progressive and desirable premium car brand." Thing is, the agencies created two versions of the logo — one in silver with three-dimensional shading that retained the blue crossbar drawn up in 2000, and another in black and white, a solid black circle and attached arrow with a black crossbar bearing white "Volvo" script. The automaker's been using the silver, shaded version everywhere the public would see it. Seems Volvo wanted something even more "simplified in its purest form," though, so it could have simply requested a tweak to the B&W version it's been sitting on for six years.   The question, "Do you like it," probably doesn't matter, because it won't stop anyone from buying the product. Besides, the Volkswagen logo went flat in 2019, Nissan went flat in 2020 and so did BMW, except that its flat roundel is for everything but its cars, and Kia went flat this year — along with Warner Brothers, Pringles UK, and Burger King, that last company seemingly trying to win an award for being plain. Simplicity in two dimensions is the thing now. A Volvo Australia rep told Drive the rollout "will be gradual. [This week] we start by rolling out the updated identity on our main website, main social media platforms and in the new Volvo Cars mobile app.

Volvo teases minimalist, no-button EX90 interior

The march to the November 9 reveal of the Volvo EX90 takes its next step with these renderings of a pared down interior. We'll see soon how it looks once the new materials, textures, colors, and tunnel console are added, but for the moment, there are four elements: An instrument panel with a demure HVAC vent, broken up by a steering wheel, a small, uncovered screen behind the wheel, and an infotainment screen. The portrait-oriented tablet carries over from current Volvo design, so too a three-spoke wheel. Everything else in Volvo's current interior schemes is thrown out, including the knobs and buttons on the center console. It looks like the premium brand's version of the interior we were introduced to in the Polestar 3. Fitting, since both vehicles will ride on the same platform and be built at the same U.S. plant.  The cabin's physical design and the car's technology share a same philosophy, which is, "What you need, when you need it." Volvo says that the sensor suite around the EX90 will give the car a 360-view of what's happening outside and inside the car. " Thomas Stovicek, head of UX at Volvo Cars, said, "Since the car also understands its surroundings and you better than ever before, we can create an even safer situation by reducing mode confusion, distraction and information overload." On the infotainment side, we're told this will be done by the vehicle providing contextual options and menus on the two screens. The center screen, which looks larger than the current XC90 unit, performs the roles we've come to expect of it. Autocar spoke with automaker developers and said the screen "will also show information based on context. If you’re simply driving along, a bar near the bottom of the screen will show media information; if youÂ’re on a call, it will show other controls; if itÂ’s cold, it may show the defrost button, etc." This situational knowledge will be especially important as more roads are opened up to hands-free driving and as self-driving capabilities become more capable. Swedish engineers point to the handover from hands-free and autonomous driving back to hands-on driving as a crucial moment. It wants to make that handoff "effortless and intuitive." The display behind the steering wheel is where the driver will go first for traditional info like speed and range, also to understand the operational state of the driver aids.

Recharge Wrap-up: Green Car award for Volvo XC90, MN air better from biodiesel

The Honda CR-V could return with a plug-in hybrid option. Expected to debut in the fall of 2017, the PHEV could use a 2.0-liter I4 plus an electric motor. It's possible that the new CR-V is being developed in North America, and will borrow design cues from the Honda Civic. There also could be a seven-seat version. Beyond that, details are pretty scarce. Read more at Hybrid Cars, and from Response JP. UC Davis will present findings from a CARB-commissioned study on customer valuation of zero-emission vehicles (ZEVs). Dr. Ken Kurani of the university's Institute of Transportation Studies will report on consumer attitudes toward ZEVs, and the differences between those valuations and market behavior. In Kurani's survey, respondents had the opportunity to design their own car with an in-survey game. Almost a quarter of people designed some sort of EV, including plug-in hybrids and fuel cell vehicles. Read more from CARB, or at Green Car Congress. Minnesota's biodiesel efforts have improved air quality. According to the American Lung Association in Minnesota, summer and winter blends of biodiesel have prevented the emission of 130 tons of particulate matter, 319 tons of hydrocarbon and 2,634 tons of carbon monoxide every year, as well as a total of 3.7 million tons of CO2 over the last 10 years. Minnesota requires a B10 biodiesel blend during the summer months, and B5 throughout the winter. Read more from Biodiesel Magazine. The Volvo XC90 has received the Canadian Green Car Award for Most Efficient Three-Row Family Vehicle. Beating out the Ford Explorer 2.3-liter EcoBoost and the Honda Pilot, Volvo's seven-seat crossover was chosen for its mass market appeal, and a variety of qualities both practical and green. Judges look at value, fuel economy, emissions, performance and technology among other features. The XC90 is available as a plug-in hybrid with about 17 miles of all-electric driving range. Read more in the press release below. Volvo XC90 Wins Canadian Green Car Award The Most Awarded SUV Named Most Efficient Three-Row Family Vehicle RICHMOND HILL, ON. (April 7th, 2016.) The judges of the 2016 Canadian Green Car Award announced their category winners today, with the Volvo XC90 winning the Most Efficient Three-Row Family Vehicle category. The other finalists in the category were the Ford Explorer 2.3-litre EcoBoost and the Honda Pilot.